Argentines for export: from the boom of Nicki Nicole and Bizarrap to the Grammy that Fito Páez won after 23 years

When taking stock of the musical map of 2021, the axis that connects events and characters is, once again, the pandemic. For the effects caused, for the limitations it has imposed and for the permits it has granted since the second semester. The platforms that offer music were the consolidation of a sub 30 litter that is the one that was talked about during 2021. In many cases with the trap as a standard (although not exclusively), the value was measured by number of reproductions, rather than by qualities. The producer Bizarrap and the singer L-Ghent they could be occasional partners and, at the same time, extremes of a range of names and faces that climbed very high this year. On the other hand, Maria Becerra, Nathy Peluso, Cazzu Y Nicki nicole they achieved a positioning of Argentine artists in the Spanish-speaking market of the United States, something that had not happened for several decades. They competed and, in some cases, won Latin Grammy Awards. They went on concert tours. They participated in festivals in North America and a television milestone occurred: Nicki Nicole participated in the popular late night show by Jimmy Fallon (he also did a “petit” concert in the Tiny Desk cycle of the United States public radio, NPR). Meanwhile, more than 10,000 kilometers from there, through these pampas the 100 percent capacity raised the music industry from the ashes; or, at least, is in that.

In the backroom of the stages, the producers of musical shows say that, of 100 tickets to sell, they have only just begun to win with ticket number 71. They also say that with protocols that did not allow occupying more than 50 percent of the room, The face-to-face shows that were offered were almost symbolic, as a way to put the machinery back into operation after a 2020 marked by quarantines and widespread social distancing. The blessed capacity of 100 allowed the rooms to be filled. Massively, the musicians returned to the auditoriums, theaters, concert halls, bars and some stadiums. To present records or, at least, to say goodbye to the year and start looking at the next year’s agenda. Debuting on stage was the litmus test for artists that two years ago nobody knew about and today they have thousands of followers and, especially, millions of reproductions of their songs..

Bizarrap is a champion without getting up from his desk chair and without showing his face. Nobody managed to get the giant glasses he wears out of him. Could not even James corden (yes, the British television star), in a video call he made for a Globant production, called “The Power Of Reinvention.” “Bizarrap has the largest Spanish-speaking platform,” Corden said, “with more than 3 billion views for his work, collaborating with international artists from his home studio.”

Music was the field of expansion for many influencers, youtubers and streamers (and posers in general). The emblematic case is that of María Becerra, who rose to fame, participated in the shortlist “revelation” of the Latin Grammy, scheduled a score of performances in a Buenos Aires theater and now plans, for next year, a show in a Stadium. Nicki and Cazzu went to try their luck in the United States. And they did. It could be said that there were important clean-ups, such as the invitation of Jimmy Fallon for Nicole to sing in her late night showBut then the doors kept opening. And to this we must add the advanced cocktails. Nicki, the first Argentine in a late night Anglo; Cazzu, the only Latina at the Made In America festival.

When it comes to numbers, L-Ghent was born with the millennium, but reaches ten percent of his life (the last ten percent) to speak of the fame he holds today. One single after another and an exposure in networks that transformed him into a popular idol in which so many are seen who go on foot. A player of the entire pitch, L-Ghent has made the leap: from the videos with a band of kids, scantily clad girls, cars and monobloc scenery to the clip of a night party and a mansion pool with Tini. Or to Mirtha Legrand’s table, or to the Tinelli track. Or to a meeting at the Quinta de Olivos with President Alberto Fernández. “In a soccer team, it’s L-Ghent and 10 more”, said Marcelo, when he had him as a jury in his program.

If 2020 was the year for streaming, 2021 was the return of the public to the shows, in person. Of course, virtuality has left its mark. These two cases could be paradigmatic. The Indian Solari He sang again on stage from the screen of the recital of Los Fundamentalistas del Aire Acondicionado. And if the Buenos Aires shows of Total Thanks – Soda Stereo They are like those that until March 2020 were made in a couple of stages in Latin America, Gustavo Cerati will also revive from the screens of the Campo Argentino de Polo, next weekend.

It could be thought that that of the former Soda Stereo and Los Fundamentalistas is another way of feat., That formula with which the companies in the industry enhance the public flow of their figures by adding the audience of other artists. A very unique case, which does not escape the sub 30 generation (although it is already 31), and which has been attracting so much attention at this time, is the impeccable album The Madrilenian, from C. Tangana. Beloved son of the Hispanic trap, of the 14 songs that he included in his most recent production, 12 are with collaborations. And he did not look for peers of his generation, he drew on experienced artists: Kiko Veneno, Andrés Calamaro, Elíades Ochoa, Toquinho, Jorge Drexler, José Feliciano and the Gipsy Kings, among others.

2021 also spawned other seasoned ones. From the Gardel de Oro and the Grammy for Best Alternative Rock Album, both in the hands of Fito Paez, to the great celebrations for the 70 years of Charly garcia Y Leon GiecoOne might think that reverential respect is still maintained for those who have left a lot of very good quality music.